Wednesday 10 May 2006

Research contained in a new report by WWF, entitled Let them eat cake shows that while people are consuming resources at an ever increasing rate, damaging the earth, the advertising and marketing sectors are partly getting the blame for this. They are accused of fuelling rampant and unsustainable patterns of consumption like using too much packaging and promoting the over use of salt and although communications professionals believe they have a strong influence over consumer behaviour they are not held responsible by their employers for the environmental and social aspects of that behaviour.

The report shows that the majority of consumers now prefer brands that are environmentally and socially responsible. It highlights that the global market for organic food and drink has grown to an estimated $25bn in 2005. Sales of organic products in the US have been growing at 20 per cent - ten times the rate of the conventional food market.

Currently glitzy advertising campaigns focussing purely on environmental and social issues are unlikely to motivate ordinary consumers and likely to expose advertisers to accusations of "greenwash". The report recommends that brand owners must tune into changing societal value shifts and learn to incorporate sustainable values into their brand DNA. This will reassure consumers that it is a responsible brand, without overloading them with technical details. In turn this will filter into their research and development and production process to deliver more sustainable products and services.

Jules Peck, WWF global policy officer, said: "People have a personal relationship with brands and products and are increasingly looking for those brands to help them feel good about themselves. Our research has highlighted that many marketing professionals are aware of sustainability and are ready to take up the challenge."

"Although some major brands like Unilever and M&S have recognised this opportunity, it is interesting to note that other brands are lagging behind like Bernard Matthews marketing department who were off-guard and it was left to Jamie Oliver to set them straight."

The research for Let them eat cake involved over 50 interviews with leading figures from the marketing industry and a survey of over 255 brand and marketing professionals from client and agency worlds. The report provides unique insights and identifies practical ideas on how to release the commercial potential of sustainability. Recommendations include that companies need to understand both their brand and their consumer's relationship to sustainability, integrate Corporate Social Responsibility into marketing and other functions, innovate, and most importantly 'sign up' customers on the brand journey companies are taking.